Lucie Harrild is the founder of comhla, a one-stop shop for sustainable fashion built on Shopify. Lucie shares the initial challenges of pitching her idea without a visual representation and how she decided to create a website early on to showcase her concept.  The focus of Lucie's business is on demonstrating behaviour changes in sustainable fashion such as repairing, upcycling, and buying and selling pre-loved items. She aims to show that sustainable fashion can still be beautiful without sacrificing personal style. Lucie discusses her plans to open a physical store and use it as a platform for online marketing. She reflects on the importance of telling a unique story, the growing awareness of the environmental impact, and ways to help consumers make better purchasing decisions, In this episode we discuss: How can a website bring a concept to life?Why you need a physical store as a marketing platformWhat is ‘choice editing’?Mainstream vs sustainable fashionSupporting customers through the (often) confusing landscape of sustainable fashion Dive In: [04:44] Launching a fashion platform with a sustainability focus. [09:50] Lessons learnt from a challenging pitch. [14:55] Having different customer profiles. [17:54] How choice editing makes sustainability accessible and inspiring. [25:52] Leveraging Canva and teamwork for collaboration and carbon tracking. Apply to join Chloe's Free eCommerce Club! >> https://ecmp.info/club Checkout AppSumo >> https://ecmp.info/appsumo Get all the links and resources we mention & join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor This podcast uses the following third-party services for analysis: Podsights - https://podsights.com/privacy